Optimising your content strategy for each social network

Finding the Social Media Guide that Works for You

Social media management has become not only a benefit to businesses everywhere, but a necessity. According to Adweek, about 91% of internet users between 16 and 64 years old have a social media account; but even more important, the average internet user has 5 different social media accounts in total. This goes to show how powerful a well-managed social media presence can be to bring attention and business.

So how can your business kill it on social media?

This is a tough one. Not because it’s impossible to have an amazing social media presence, but because everyone has their own theory of what works and what doesn’t. Just for a quick example, when I search “How to post on social media” on Google, I get 27.6 million results! That’s a lot of pages mainly focused on creating the “Perfect post” or “Guide to social media.” Thus, it’s important to consider a few principles before you go about finding a guide for your business.

Know your customers

Different audiences will react differently to the same post. It’s important to know your audience and how you can best appeal to the customers you are trying to reach. If you are looking to fill a fintech event, a post on top 5 things you can do to avoid moulding in your bathroom is unlikely to do the trick! What do you want from the attendees of your event, but more importantly, what do the attendees expect from you.

Know your brand

This may seem like a given, but the way you present yourself on social media will to a great extent decide how the world sees your brand. For instance, if you are a graphic designer, you need to make sure your posted graphics are on point, creative and enticing to your audience; if you’re a carpenter, perhaps you should focus more on simple DYI posts to help people take care of small improvements to their home.

Know your restrictions

By this I don’t mean restrictions as in what you can do or where you’re able to do it. I am mainly referring to resources you have available to actually manage your social media accounts. Contrary to popular belief, managing social media accounts is hard work. You’ll need to constantly be on it, post new content and make sure to interact with your followers to keep them around. Before choosing a guide to suit your business, make sure you know how much time you have to work on your social media. If you have a team of 10 to take care of it, great! However, if you’re by yourself and have a business to run as well, chances are you’ll need to be picky about the accounts you choose to manage. Perhaps stick to a Facebook page to begin with and go from there?

SmartTrade’s Best Lessons to Posting on Social Media

SmartTrade App aren’t the kings of social media (yet), so though we may not have our own guide on how you should manage yours, we certainly have a few lessons we can pass on based on our experiences.

Post Consistently, not Excessively

There are two great reasons for why you don’t want to be posting excessively. The first one is to make sure your customers don’t feel spammed by you and your content. Social media is built for interaction and they make it incredibly easy to follow a user or like a page, but in the same way it’s just as easy to unfollow or unlike a page the moment someone feels they’re seeing your posts just a bit too frequently. The other reason is the algorithms controlled by the social media platforms themselves. If someone follows or have liked hundreds, or even thousands, of users and pages, you can imagine it’s impossible to follow all the content from all pages and users. What the platforms do is to favour the content they deem most relevant to the user viewing them. This means the more your customers interact with you and like your posts, the more exposure you will get. You want to create a positive spiral of “More interaction means more exposure, which in turn means more interactions” and so on! However, if you post too frequently and the platforms feel you’re turning people off, then you may end up finding yourself in a negative spiral, where you post too often and lose exposure which means less interaction which means even less exposure and so on. No one wants that, not to mention it’s hard to come back from!

Set a Consistent Tone

This blends in with the point made above, where you need to know your brand. In order to reach the right audience, you need to set a tone. Don’t get me wrong, there can be many different tones that are right for your brand, but if you try to voice them all at the same time, chances are you’ll be spreading yourself too thin and your audience will struggle to see exactly who you are! Examples are companies with very professional tones, typical from large corporations dealing with sensitive information such as banks. On the other side you have companies who like to keep it casual and informal. The latter has become more and more popular as it creates a buzz when someone posts something edgy or funny. A great example is looking at Elon Musk and how much controversy he manages to create when tweeting about something like the flamethrowers he seems to have made, mostly just because he could!

Keep it Relevant

Another one which seems obvious, yet so many out there get it wrong! Relevancy does not mean that if you’re a fashion designer, everything you post needs to be a new dress you’ve created or a customer wearing it. Relevancy can be showing your audience how you go about doing what you do, interesting events your customers may want to check out, casual office pictures showing your team having a laugh! There are so many options as long as they are relevant to what you do; follow your brand’s tone or simply manage to impact your customers in the right way. People love posts that make them feel good, and what makes you feel better than 4 happy team members from a company you love?

Post Solid Content DON’T Promote!

This is a short and simple point, though perhaps the most important one in this entire article. People are sick of ads. You already find promotions everywhere you go, they even follow you as you browse the internet! People do not want to see you promote product after product on your social media. People want to see what you have to offer as an industry expert or just someone who has interesting things to say and show! Post valuable content, this can be “How to” videos and instructions of how people can do things themselves, it can be an interesting update about your industry which may be relevant to your audience or it can simply be feel-good content which helps brighten someone’s day. Whatever you do, focus on content, not on product!

In Summary

All in all, a lot of social media management comes down to common sense. You need to let people know who you are and what you do, but don’t push it in their faces. The best way to think about it is to put yourself in your audience’s position and see what you would want to see. When you think about scrolling social media, what makes you think of something in a negative light? When do you think you see too much of something? Is there anything that makes sponsored promotions or ads stand out and peak your interest? Is that something you can replicate? Keep thinking critically when you’ve created posts and use common sense. You’ll do great!

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